Levi’s 501® 150th

Amplify + Levi’s® celebrate the iconic 501® with an immersive chapter in The Greatest Story Ever Worn...


Bring the global platform ‘The Greatest Story Ever Worn’ to life in Australia, to celebrate the biggest milestone in the brand’s history - the 150th anniversary of Levi’s® iconic 501®. Cement Levi’s® position as the creator and leader of the denim category amongst youth tastemakers and trendsetters.

Insight + Strategy

Never Backwards. Always Forwards.

Gen Z curates a personal aesthetic inspired by different eras and contexts, filtered through a personal, modern perspective. It’s a participatory and creative process that empowers Gen Z consumers to express themselves through style.

Our approach was to shift from storytelling to story creating, with an experience that took moments from Levi’s® history and inviting guests to remix and make personal 501® stories of their own, with a contemporary lens.


The Greatest Story Ever Worn

Celebrating the 150th anniversary of the legendary 501® jean with a takeover of Sydney cultural institution, the Abercrombie Hotel. Filling the hotel’s unique spaces with immersive experiences and performances across the three levels that invited guests to step into and create their own 501® stories.

‘Precious Cargo’ transported guests back in time to the moment 501®'s first arrived illegally on Jamaica’s shores in 1970. This story was brought to life as a Kingston-inspired club with an authentic Dancehall set from DJ Yemi Sul.

Elsewhere, ‘Style Your Story’ invited guests to get creative with Thaela Michosvellis, an in-demand stylist, who accessorised individuals in statement pieces from the 70s, 90s and Western Frontier eras, guiding them through the ages to create content and showcase the timelessness of the 501®.

Customise Your 501®’s

The ‘Dear Future Wearer’ experience enabled guests to turn their 501®'s into denim time capsules, by writing and stitching in messages for future wearers to discover over the next 150 years.

Celebrated chainstich artist, Kai Brown spent the night educating on this rare craft and effortlessly customised guests 501®'s with his bespoke designs. Created exclusively for the 150th anniversary event, the designs were inspired by the three eras - the 70s, 90s and Western Frontier.

Live Music + Partnerships

Punctuating these experiences was a program of incredible live entertainment, including an intimate performance from Jack River and DJ sets from Deepa, Yemi Sul and Daws that kept the celebratory atmosphere pumping for over 500 attendees throughout the night.

A partnership with leading online contemporary fashion and streetwear destination Hypebeast also saw 50 Levi’s® super fans join media and content creators on the guest list for the exclusive event.